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About Us

Philippa Craddock

We are a British lifestyle florist.  

We work with brands and individuals, designing florals for campaigns, projects and private events. We source our flowers from local specialist growers and global fair trade farmers. 

We are Selfridges’ only in-store florist and have been heralded as “a genius in the world of floristry” by The Independent, “Queen of London florists” by British Vogue and “a floral mastermind” by Tatler.  We are preferred supplier to the V&A, Kensington Palace, Banqueting House, Hampton Court Palace and the One Events venues.  And our clients include (amongst others) Alexander McQueen, Christian Dior, Jo Malone, Tatler, Hermes, British Vogue, Lancome, The White Co. and Fortnum & Mason.

Philippa is a self taught florist and lives in Sussex with her husband and three children.  Our team come from diverse backgrounds including events production, photography, advertising, styling, metalwork, carpentry and fashion design.  Alongside this diversity, every member of our team shares the same passion for flowers, high level of customer care and a natural understanding of design.


Our Team

Philippa Craddock (Creative & Managing Director), Anthony Craddock (Sales & Marketing Director), Richard Woodridge (Finance Director), Ioana Moldovan (Accounts), Hattie Butler (Head of Lifestyle), Keeley Sitford (Lifestyle Project Manager), Jemimah Jones (Head of Events), Izzi Hudson (Events Project Manager), Francesca Thompson (Selfridges Manager), Kelly Donavon (Selfridges Assistant Manager), Emma Savage (Selfridges Florist), Phoebe Wilkinson (Online Florist), Norie Fujimori (Workshops Florist) and many wonderful, talented, supportive freelance florists we are fortunate to work with.

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